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Reebok is counting on this UFC star to boost sale

Many believe Ronda Rousey is the best MMA fighter in the world. Ronda Rousey's name is dominating the mainstream media lately. People can't stop talking about the UFC bantamweight champion after a series of three unbelievable fights in which she obliterated her opponents in record time.

Reebok is hoping to capitalize on Rousey's world domination to reinvigorate its struggling business. Reebok secured a partnership with the MMA star back in December, also closing a deal with another impressive UFC Light Heavyweight Champion, Jon Jones. The signings came shortly after Reebok inked a huge long-term partnership with the UFC to become its official global outfitter.

The sports brand seemed to see the potential in landing a sponsorship with one of the fastest growing sports in the world, which drew Rousey closer to the brand. "From the very beginning, it was clear to me that Reebok is passionately invested in our sport and its athletes. The team is committed to helping push our sport forward and I am proud to be part of it," Rousey said in a press release upon landing her contract.

Rousey is one of the most impressive MMA athletes in the world and is considered one of the most dominant athletes alive. Reebok understands what tough fitness means for women and what women need for their fitness lifestyle. Together we’re going to inspire even more people to train like fighters,” Rousey said in the release at the time her partnership was announced.

Rousey fits the profile for Reebok's shift towards tougher, more 'hardcore' athletes. Reebok has fallen on hard times in recent years, so it's adapting a new strategy to win back customers and revitalize its reputation. The brand is shifting its target consumer towards the so-called "tough fitness" customer. It's doing this through partnerships with "high-intensity workout firm CrossFit and the grueling, muddy Spartan race," according to David Gianatasio at Adweek.

Reebok recently released its first commercial with the fighter and NFL star J.J. Watt.